Future president Dwayne Johnson returns in this short clip showing off the iPhone's scheduling prowess. Having instructed Siri to remind him to 'dominate relentlessly', he bursts out of his trailer - ready to do just that. The gem here is the glimpse of his background picture, which happens to be an infamous pre-fame snap. Stay humble, Dwayne.

Adidas"My Way"

Matt said:

Feels like it's trying very hard to be down with the kids, which makes the choice of music all the more curious.

Future president Dwayne Johnson returns in this short clip showing off the iPhone's scheduling prowess. Having instructed Siri to remind him to 'dominate relentlessly', he bursts out of his trailer - ready to do just that. The gem here is the glimpse of his background picture, which happens to be an infamous pre-fame snap. Stay humble, Dwayne.

Michel Gondry goes mobile in this lengthy Apple ad-stroke-short film. The fruit-based brand build on their ‘Practically Magic’ campaign with some continental whimsy. Shot entirely on the iPhone 7 Plus, the film stars the little tricycle that could. It’s not the first smartphone-only shoot, but some artful Gaelic charm will satisfy Gondry completionists.

Apple are certainly proud of the new Portrait feature on their iPhone 7's camera - so much that they tasked the talented Dougal Wilson to show it single-handedly turning a sleepy barber shop into a thriving business. The professional look of the portraits snapped by an employee soon entices more customers, who are summarily transformed.

There are city breaks for two and there's this snap-happy Apple commercial. Two portrait fanatics have Shanghai to themselves as they put the iPhone 7 Plus's camera through its paces... though the weather is far from idyllic. It's a textbook urban fantasy from the tech giant, enhanced by Walter Martin and Karen O's languid vocals.

The quality of a video camera transforms a school play into a cinematic masterpiece for one proud dad in this ad for the iPhone 7. Younguns performing Romeo and Juliet - although what primary school puts on a play that dark we're not sure - are transported to Verona to act out the Shakespearean tragedy in full costume.

There are shades of Southern Comfort about this man's conduct as he makes his way to the top of the diving platforms alongside a swimming pool. Driven by the dramatic music emerging from his iPhone, he strides purposefully toward the summit before producing an unusual-looking dive into the water below.

The big brands like their balloons just now, don't they? First Sony packed a casino with glitter bombs, now it's Apple's turn staging an inflatable spectacle. Toulouse's 'I Will Follow You' accompanies a red balloon as it travels to the big city. Once there, it joins hundreds more in helping make this woman's birthday an even brighter one. If the balloon budget's tight, then iPhone 7 users can achieve a similar effect with "expressive messaging".

There's some classic rock in Apple's latest ad for the iPhone 7, with AC/DC providing the soundtrack to a very stormy bike ride. This echoes the look of the last ad in their campaign, with muted colours and minimal light keeping focus on the product. 'Practically magic' is how Apple describe their new phone, and the atmosphere they've created in his commercial isn't half bad either.

Night owls and photographers alike will appreciate this engrossing trip through after hours Los Angeles courtesy of Apple. While everyone else's eyes are closed, this skateboarder sees all the city has to offer when the sun goes down. Filming insects dancing around an exposed lightbulb, a deer taking a midnight stroll by the local market, and town brushing against country, he has all the recording equipment he needs in the palm of his hands.

Sorry, Nicolas D., but we were holding our breath in anticipation for the "Shot on an iPhone... by a penguin" reveal. Despite that disappointment, Apple's ever-growing collection of customer-shot imagery nonetheless receives a fun addition courtesy of sped-up footage of our feathered friends. Nonetheless, it would be nice to see what PIngu is capable of behind the camera.

Filming his companions leaping into the water evidently wasn't enough for one 'Mitchell H.' - instead, he makes use of his iPhone's camera options and turns this ordinary dive into a monochromatic journey back in time. All power to him, we suppose. Meanwhile, Apple provide the backing track in the form of Her's 'Five Minutes' to give Mitchell's film an extra helping of cool.

The one and only 'John L.' is the latest amateur photographer to receive his fifteen seconds of fame in Apple's user-focused campaign. A trip to the beach just as the sun is packing up for the day produces this shot of John's companion leading him towards the sea. Seems like no one's living in the moment unless they have their phone primed to capture said moment these days!

This Apple commercial revisits last year's predominant user-generated campaign and crafts an arresting football story from a variety of perspectives. Little Simz's tenacious vocals accompany a montage of still photos and video clips portraying the beautiful game through moments of solitude, togetherness, and ecstasy. An eye-catching showcase of the sport's artistic potential.

Actor, singer, magician, and CV filler extraordinaire Neil Patrick Harris also proves to be an accomplished speech writer in this latest Apple ad. While sprucing himself up for an awards ceremony, Harris gets some practice in by asking Siri to recite his acceptance speech. While it's clear the iPhone program lacks emotional range, it's synthetic delivery of Harris's own stage directions ensure an enjoyable watch.

When a girl videos an onion being chopped on her 4K-ready iPhone, the clip quickly becomes a worldwide phenomenon, even driving some to tears with its beauty. Rather appropriate given the star vegetable, eh? The ad has echoes of Samsung's 'Dolphin Whisperer' commercial, but the kinetic pace and Neil Patrick Harris's enjoyable cameo makes this a fun stab at the formula.

A welcome injection of humour helps elevate this otherwise functional Apple commercial into more memorable territory. The iPhone's 'Live Photo' feature allows snaps to play out a little longer than normal ones. Once the VO starts getting ahead of herself by comparing the technology to time travel, she assures the bemused cast that she's joking. After all, Apple wouldn't endorse irresponsible journeys through the space-time continuum.

This charming ad for the iPhone 6s features some first-rate Muppetry as Cookie Monster prepares a batch of his favourite baked confection with help from Siri. Only fourteen minutes separate him from 'om nom nom' goodness... though fourteen minutes is an eternity in Cookie Monster time. Not even the soothing tones of Jim Croce are enough to calm the hungry beast, and we're treated to Cookie Monster's amusing attempts to wile away the time.

Aubrey Plaza features in the latest iPhone ad that tells us the 6S now has 3D Touch so we can 'peek' at other content and 'pop' into other apps without leaving the app we're in, saving us more time. It's impressive but it's also kind of daunting - do we really need those extra seconds it gives us? Are we that time-poor? Nice visual gag, though - if we freeze the screen and check out Plaza's phone, we realise she's missed her opportunity to save the world.

The changes keep a-coming with the iPhone 6S, despite Apple's coy assertion to the contrary. This ad shows us all manner of the stuff that the smartphone is capable of, including making student films look like they could grace the big screen. It's enough to get guest star Jon Favreau excited... though it sounds like his cinematographer is now out of a job.

This ad - complete with guest appearance from Penelope Cruz - suggests the iPhone S6 is a game-changer thanks to Siri's new capabilities. All you do is call 'Hey, Siri!' and the disembodied voice responds to do your bidding, whether it's to connect you to someone or find you the answer to an obscure question. We'd quite like to see how Siri would constructively cope with queries about family feuds or why your neighbour's dog hates you so much, but this does its job effectively enough.

What would Louis Daguerre make of what Apple have been up to? This latest communication for the iPhone 6S focuses on the phone's ability to capture not only a photo, but the moments immediately before and after the snap. No doubt sports fans will be intrigued by the ability to watch a move or a shot in full flow while freezing it at the same time.

Apple wisely make the most of Jamie Foxx's charisma by giving him his own 15" ad. This short but sweet execution shows the actor in the middle of a dilemma - he has two scripts to consider, but which to sign up to? Luckily, all he needs to do is ask Siri to flip a coin. He doesn't sound too enamoured by the sound of his next project, but you can't fight fate.

Even if their game has been rumbled several ads ago, Apple continue to insist nothing much has changed with the new iPhone 6s. Well, apart from seemingly everything to do with the camera. Users can now enjoy a raft of enhancements including shooting video clips in 4K, finding and sorting photos with ease, and even creating moving photos. Hmm, isn't that just video?

Not much has changed, Apple tells us in this spot for the iPhone 6S, except... a whole raft of differences and improvements that make the phone more intuitive. And just to add a little extra gloss, Jamie Foxx is caught listening to his own song (who knew?) in front of the mirror, because it's now even easier to find the music you like.

Apple has made a stunning new discovery: humour. This lovely spot for the iPhone 6 demonstrates the ease with which you can read and reply to your emails while occupied with other things... but instead of using a killingly hip satchel-wearer to show us how, it has comedian Bill Hader falling for one of those Nigerian bank scams. 'Prince Ospeh' has found his target.